Aware Super Owning the Retirement Conversation
How Aware Super partnered with Sonar to lead the digital conversation on retirement and drive organic search performance through deep content intelligence.
The Challenge
Aware Super identified a growing shift: Australians are searching online for clear, trustworthy retirement information and doing so in large volumes. But while user demand was high, the digital landscape lacked a dominant, authoritative voice from any major super fund.
To capitalise, Aware needed to become the preferred destination for retirement insights. Doing so required a sophisticated understanding of search intent, user needs, and the competitive structures already shaping the SERPs and a smarter content strategy capable of outperforming established players.
The Solution
Sonar conducted a deep keyword and search intent analysis centred on the content-led queries most relevant to Aware Super’s priority audience segments. This included a granular review of SERP landscapes, competitor content structures, and the formats search engines consistently reward.
Using these insights, we delivered a comprehensive set of recommendations to reshape Aware’s information architecture elevating retirement-focused content clusters and optimising existing content to match high-value user intent.
We didn’t just outline what content to produce; we defined the type, format, placement, and structural elements required for Aware to outperform competitors. Every recommendation was backed by search behaviour, competitive insight, and clear performance rationale.
The outcome was a practical, data-driven roadmap for Aware Super to lead the retirement category in search. Our strategy aligned content creation with real user behaviour, improved relevance and visibility, and positioned Aware for measurable SEO leadership in the superannuation sector.
"I am very pleased with the thoroughness and detail of Sonar’s delivery here. Excellent work. Very impressed!"
Jason Stidworthy
Digital Platforms Practice Lead
